An Integrated Approach to New Food Product Development

New products often fail not because they are bad products, but because they don't meet consumer expectations or are poorly marketed. In other cases, the marketing is spot on, but the product itself does not perform. These failures drive home the need to understand the market and the consumer in order to deliver a product which fulfills the two equally important goals of consumer trial and repeat purchase. The linkage of these issues is often compromised in the "innovate or die" world of corporate new products.  
An Integrated Approach to New Food Product Development explores this inter-relationship and the inter-relationship of the key disciplines essential for marketplace success.
Proven Approaches from Industry Experts
The book introduces The Success Equation based on the interrelationship of the key tasks critical to defining and executing for new product success. The sections that follow highlight the importance of every task and the impact of each disciplines’ contribution throughout the process in optimizing the success of the product. The book explores integration of all parts, from defining consumer needs and food concept to understanding the importance of positioning, packaging and trade, to the technology and manufacturing required to accurately meet these needs. The Success Equation encompasses the elements that not only dramatically increase a product’s success, but also make that success increasingly sustainable.
Combines Solid Theory with Actual Marketing Practice
The text blends academic, ivory tower research with the experiences of seasoned, real market practitioners, which when combined, provide the tools for successful new product innovation. The concise, hands-on information includes advanced and emerging innovations in management, marketing, technology, strategy, consumer research and sales. The integrated coverage provides a complete picture of the expertise and knowledge needed to leverage new product development into commercial success.

About the Author

Howard Moskowitz is president of Moskowitz Inc., founded in 1981. Dr. Moskowitz is an experimental psychologist in the field of psychophysics and inventor of world-class market research technology
Sam Saguy is a Professor of Food Science and Technology at The Robert H. Smith Faculty of Agricultural, Food and Environment, The Hebrew University of Jerusalem, where he held the position of the Faculty Director of Research Affairs. He teaches graduate courses on New Product Development, Kinetics and Quality Loss during Processing and Shelf-life, and an undergraduate course on Unit Operations in Food Engineering and Food Technology.
Tim Straus is an innovative marketing specialist experienced in the development of new products, new distribution channels and the set-up of new ventures within food organizations. For 25 years, he has applied his unique combination of marketing talents to help a full range of companies grow existing lines and successfully enter new categories.

Contents 
Part I Setting the Agenda for Successful New Product Development
Chapter 1 The New Product Success Equation: Building Success into the New Product Development Process (a.k.a. An Objective-Based Product Development Process
Part II Defining and Meeting Target Consumer Needs and Expectation
Chapter 2 Strategic Planning
Chapter 3 Innovation as Science
Chapter 4 Innovation: Integrated and Profitable
Chapter 5 Innovation Partnerships as a Vehicle toward Open Innovation and Open Business
Chapter 6 Trend Monitoring: Sorting Fad from Long-Lasting Profit-Building Trends
Chapter 7 Wide World of New Products: A Unique Perspective of New Products around the World That Have Hit Their Mark with the Consumer
Part III The Right Food
Chapter 8 Consumer Packaged Goods Product Development Processes in the 21st Century: Product Lifecycle Management Emerges as a Key Innovation Driver
Chapter 9 Personalizing Foods
Chapter 10 Creating Food Concepts to Guide Product Development and Marketing
Chapter 11 Defining and Meeting Customer Needs: Beyond Hearing the Voice of the Consumer
Chapter 12 Observing the Consumer in Context
Chapter 13 Getting the Food Right for Children: How to Win with Kids
Part IV Proper Packaging andPreparation
Chapter 14 Food Packaging Trends
Chapter 15 Evolution of Sensory Evaluation: How Product Research Is Being Integrated into the Product Design Process
Chapter 16 Relevance Regained: Designing More "Democratic" Domestic Kitchen Appliances by Taking into Consideration User Needs and Other Relevant Opinions
Chapter 17 Chef Formulation and Integration: Ensuring that Great Food and Food Science Work Together
Chapter 18 Gastronomic Engineering
Chapter 19 The Right Preparation Technique
Chapter 20 Recent Developments in Consumer Research of Food
Part V Positioned Correctly at the Shelf and in the Media
Chapter 21 Getting the Package and Web Site Graphics Right with Consumer Co-creation
Chapter 22 Getting the Positioning Right: Advertising Planning
Part VI Meet Corporate Logistics and Financial Imperatives
Chapter 23 The Importance of Product Innovation
Chapter 24 Alternative Processing Methods for Functional Foods
Chapter 25 Accelerated and Parallel Storage in Shelf Life Studies
Chapter 26 Commercialization and Manufacturing
Index 471

  Product Details

• Hardcover: 503 pages
• Publisher: CRC Press; 1 edition (June 24, 2009)
• Language: English
• ISBN-10: 142006553X
• ISBN-13: 978-1420065534
• Product Dimensions: 9.3 x 6.4 x 1.3 inches 

List Price: $185.95

Tags: Food Product Development